Psychographic Sourcebook - GfK MRI

PART 1: Survey of the American Consumer
VI. Psychographic Segmentation Analyses
R. Diet Control
Many American adults who control their diets do so for a multitude of reasons. This segmentation uses responses to questions about diet
control, food choices, and exercise and relates those responses to the reasons consumers give for managing what they eat.
• Fitness
Members of the Fitness segment exercise at least twice a week and “eat healthy” by focusing on food’s nutritional value. They believe
that fit people eat fit food—fat-free, high fiber, low-cholesterol, low-fat, low-sodium, natural, organic, and often vegetarian. Their
primary motivations for diet control are physical fitness, weight maintenance and regularity.
• Health Condition
Consumers in this segment are under orders, usually by their doctors, to watch what they eat. They need to control their blood levels
(cholesterol, sugar) and restrict salt intake. They tend to consider themselves semi-vegetarians, and to buy fat-free, low-carb,
low-cholesterol, low-sodium and sugar-free products, organic or otherwise.
• Weight Loss
Consumers in this segment have one goal – to lose weight. To that end, they buy fat-free or low-fat, high fiber, low-calorie, sugar-free
food. They are also willing to cede control over their diets to a special weight loss or exercise program (Jenny Craig, Weight Watchers,
South Beach, Atkins, etc.).
• No Diet
Members of this segment do not monitor their diets (yet).
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